欧盟委员会今日提出《数字公平法案》，这是一部消费者规则手册，将禁止未成年人开箱抽奖，把操纵性界面设计列入黑名单，并为每项在线订阅设置终止按钮。
The European Commission proposed today the Digital Fairness Act, a consumer rulebook that would ban loot boxes for minors, blacklist manipulative interface design, and put a termination button on every online subscription.
该提案将废除欧盟2005年的《不公平商业行为指令》，代之以一部直接适用的条例，用一套规则取代27国的国家规则手册。任何面向欧盟消费者的商家都在适用范围内，无论其总部设在何处。
The proposal would repeal the EU’s 2005 Unfair Commercial Practices Directive and replace it with a directly applicable regulation, swapping 27 national rulebooks for one. Any trader targeting EU consumers falls in scope, wherever it is based.
暗黑模式将受到普遍禁止，并附有一份在所有情况下都被禁止的做法清单，欧盟委员会无需重新立法即可扩充该清单。欧洲新闻台在发布前审阅了文本，统计出十项被列入黑名单的陷阱，从虚假的低库存声明到预先勾选的附加项，再到反复纠缠的弹窗。
Dark patterns get a general prohibition plus an annex of practices banned in all circumstances, a list the Commission can extend without reopening the law. Euronews, which reviewed the text ahead of publication, counts ten blacklisted traps, from false low-stock claims to pre-ticked add-ons and nagging pop-ups.
游戏业受到的冲击最大。游戏内货币必须显示其真实货币价值，并且对未成年人默认关闭，除非家长批准。
Gaming takes the hardest hit. In-game currencies must display their real-money value and stay off by default for minors unless a parent approves.
付费开箱必须披露中奖概率，对18岁以下用户一律禁止，且每位玩家无论成年与否都可选择关闭该功能。付费取胜和付费推进机制同样禁止对未成年人使用。
Paid loot boxes must disclose their odds, are banned for under-18s outright, and every player, adult or not, gets the option to disable them. Pay-to-win and pay-to-progress mechanics are also off limits for minors.
成年人得到的东西更为罕见：一个关闭开关。服务必须允许用户关闭那些旨在或可合理预见会助长强迫性使用的功能，布鲁塞尔在其Snapchat相关程序中所调查的正是同一设计问题。
Adults get something rarer: an off switch. Services must let users disable features designed, or reasonably foreseen, to encourage compulsive use, the same design question Brussels is already probing in its Snapchat proceedings.
基于用户画像的广告，在针对未成年人或以有害方式利用敏感个人数据时被禁止；个性化定价在可能伤害未成年人或弱势消费者时被禁止。网红必须披露商业内容，若未披露，其背后的品牌和代理机构共同承担责任。
Advertising based on profiling is banned when it targets minors or exploits sensitive personal data in harmful ways, and personalised pricing is barred where it could hurt minors or vulnerable consumers. Influencers must disclose commercial content, and the brands and agencies behind them share responsibility when they do not.
订阅是清单的最后一项。免费试用不得在未经主动接受的情况下悄然转为付费套餐，续订须附带提醒，取消必须能在网上几步点击内完成，消费者保留联系真人的权利。
Subscriptions round out the list. Free trials cannot quietly roll into paid plans without active acceptance, renewals come with reminders, cancelling must work online in a few clicks, and consumers keep a right to reach a human.
欧盟此前已经打过这场仗，一次取消一个Prime服务；如今解决办法将是结构性的。
The EU has fought this fight before, one Prime cancellation at a time; now the fix would be structural.
执法权也在向布鲁塞尔靠拢。据欧洲新闻台报道，一项同步修订的消费者保护合作规则将允许欧盟委员会自行调查重大跨境侵权行为，罚款最高可达全球营业额的6%。
Enforcement moves closer to Brussels too. A parallel revision of the consumer protection cooperation rules would let the Commission investigate major cross-border infringements itself, with fines of up to 6% of global turnover, per Euronews.
欧盟委员会的影响评估权衡了两方面：一是十年间预计减少884亿欧元的消费者损失，二是每年6.78亿欧元的调整后企业成本。
The Commission’s impact assessment weighs an estimated €88.4B in reduced consumer detriment over a decade against adjusted business costs of €678M a year.
该提案现将提交欧洲议会和成员国，而围绕保护未成年人上网的争论在这些地方早已反复演练过。未来还有数年的谈判，但方向已定：构建注意力经济的设计手法在欧洲正成为非法地带。
The proposal now heads to the European Parliament and member states, where the fights over protecting minors online are already well rehearsed. Years of negotiation lie ahead, but the direction is set: the design tricks that built the attention economy are becoming illegal terrain in Europe.